LIQUI MOLY is going into Formula 1. The company will be advertising on the race track at eleven races – as one of just a few select brands.
“We hope that out of the more than 1 billion viewers who follow this spectacle on television all over the world every year, it may occur to some of them to take a closer look at LIQUI MOLY and purchase our products,” explains CEO Ernst Prost.
LIQUI MOLY will be showcased on a large scale for the first time at the Bahrain Grand Prix on March 31. “Formula 1 and LIQUI MOLY are a great match – after all, both stand for absolute top-class performance”, says Ernst Prost.
After the Bahrain Grand Prix, the LIQUI MOLY logo will be on show at half of the remaining races. The campaign will cost the company several
“The aim of advertising in Formula 1 is to raise our brand profile. Oils and additives do their job invisibly, hidden in the depths of the engine. They’re not products that drivers see and get thrilled about on a day-to-day basis. This is why brand visibility is all the more important for LIQUI MOLY. Top-class quality alone is not much help if nobody knows about the benefits,” explains Ernst Prost.
In addition to Formula 1, LIQUI MOLY’s international activities include the motorcycle world championship MotoGP and the touring car championship TCR. In addition, the company has a whole range of involvements at the national, regional and even local level.
“Formula 1, MotoGP, world handball championships, ice hockey world championships – the potential in all of those is simply enormous”, says Ernst Prost.
After achieving sales of EUR 545 million last year, the target for this year is at least EUR 600 million – in other words an increase of at least 10 per cent.